PPC vs Organic Overlap
Venn diagram of paid vs organic keyword overlap, showing ad spend on terms you already rank well for.
#about
Compares a Google Ads search terms report with a Search Console queries export.
Normalises both files, draws a Venn diagram of the keyword overlap, and lists every overlapping term with paid and organic stats side by side.
The savings opportunities view isolates ad spend on terms ranking at or above a configurable organic position, with brand term tagging for brand versus non-brand splits.
Handles raw exports as-is, including preamble rows, Total footers, formatted numbers, and excluded search terms.
Uses Search Console data
- Platform
- Python script (requires Python 3.x)
- Input
- GSC queries export (Performance > Export > Queries tab)Google Ads search terms report (Insights and reports > Search terms > Download CSV)Same property, market, and date range for both exports
- Output
- Venn diagram, spend metrics, and CSV downloads for savings opportunities, overlap, paid-only, and organic-only keyword lists
- Category
- PPC
Use cases
- Finding ad spend on terms with strong organic rankings
- Building the business case for brand PPC reduction tests
- Spotting paid-only terms that need landing pages or content
- Finding organic-only terms worth paid coverage
#features
- Venn diagram of paid vs organic keyword overlap
- Savings opportunities: spend on terms at or above a chosen organic position
- Side-by-side paid and organic stats per term
- Brand term tagging with brand / non-brand filtering
- Parses raw Google Ads and GSC exports without cleanup
- CSV downloads for every view, plus a bundled sample dataset
#how-to-use
- Upload both CSV exports in the sidebar, or switch on sample data
- Set the organic strength threshold (default position 3)
- Add brand terms to tag brand vs non-brand queries
- Review the Venn diagram and spend metrics
- Work through the savings opportunities tab, sorted by ad spend
- Download any view as CSV
/contact
Want me to run this for you? I run this tool as a managed service, or build something custom around your data. You get the insights without touching the code.